On Monday, Twitter published its third annual Twitter Trends report, which examines millions of tweets from 2019 through 2021 and identifies the three key changes in conversation on its platform.
Twitter Trends Report 2022
Twitter unveiled its third annual Twitter Trends report Monday, presenting an analysis of billions of tweets from 2019 through 2021 and uncovering the three biggest movements in conversation on its platform: The Great Restoration, Fan-Built Worlds and Finance Goes Social.
“There are hundreds of millions of tweets sent on Twitter every day. When you look closely at the conversation, it’s more than memes and jokes: Tweets signal how people are thinking, feeling and behaving, and they give us a sense of direction for where culture is heading. But hundreds of millions of tweets per day is a lot to sort through, so for the marketers eager to stay on top of what consumers are thinking now and next, we’ve done the hard work.”
The Great Restoration
“The conversations on Twitter show the pandemic shifting perspectives. People are focusing on themselves. At the same time, people are tired of the feeling that planetary health rests on the shoulders of individuals, and we’re seeing people increasingly call out corporations to take the lead against massive planetary challenges.”
According to Twitter, there has been a significant increase in tweets about combating waste, with the number of Tweets about fighting waste rising by 109% year-over-year, while existentialism has seen a 20 percent rise over the same period, and brand activism, climate change mitigation, and naturopathy are all on the rise.
The following are some of the key takeaways for businesses from Twitter:
- Stop talking: With customers expecting brands to be more transparent and accountable, Twitter advised firms that actions speak louder than words. It called on companies to think about transparency and traceability in their supply chain while also suggesting that they embrace slow food and slow fashion to preserve old goods useful.
- Show customers some love: Consider the following question: “What makes them feel whole?”
- Take the baton: Analyze the social media campaigns of your competitors to identify which causes are most important to their fans and collaborate with them to use “corporate muscle” and make a difference.
- Build a team of rivals: Working together with rival organizations to tackle sustainability may be a powerful way to go.
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Fan-focused envivornment
“Fans no longer just follow, they’re calling the shots and creating worlds they want to be part of. We’re seeing fans talk about ownership and building complex worlds through cosplay, role-playing games and virtual marketplaces.”
Topics including trading and virtual gigs have seen considerable growth, according to Twitter, which attributes an increase of 320 percent year over year in such themes as crypto gaming, fashion, and collectibles. In terms of number of posts, fan token themed tweets increased 994 percent over the previous year.
The following are some of the key takeaways for businesses from Twitter:
- Fans over brands: Your brand is no longer under your control, your fans are doing it.
- Support fan spaces: Fans need their own area in which to create their culture, and they deserve the opportunity to do so.
- Reward with access in physical and virtual worlds: Find out what your fans enjoy and discover digital methods to wow them.
- Reimagine your collaborations: With fresh initiatives including fan concepts and virtual goods, you can help creators from the brand’s fandom.
Finance trend
“Money matters used to be closely held secrets of the few. But these days, a new crowd’s getting in on the finance action—and having fun. Communities of experts and everyday people are joining forces, freely sharing knowledge about finances and investments for all to see. Conversations about money have evolved, with more and more people having access to information and tapping into decentralized finance (hello, cryptocurrencies).”
Tweets about finance from people who aren’t specialists in the field increased by 78 percent year over year, and there were 17 times more tweets about NFTs in 2021 than working from home. Topics including DApps (decentralized applications), decentralized exchanges, and stablecoins all grew by 242 percent.
The following are some of the key takeaways for businesses from Twitter:
- Make it fun and accessible: It is important make your brand more entertaining.
- Be part of your customers’ world: Twitter advised marketers to avoid rushing onto the NFT bandwagon, but rather to build something useful for their communities.
- Decentralize your launch: Look for strategies to give individuals more power over the brand.
